2012

Challenge
Dentures falling out are a denture wearer’s biggest fear. Despite TVCs communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. Additionally, people are “embarrassed” to talk about dentures. This challenges us to increase Polident’s talkability, prove its efficacy that increases social confidence, and boost product trial.

Solution
Insights reveal that denture wearers are self-conscious of everyday social activities like eating and talking as they’re embarrassed if their dentures fall out. So we formulated a strategy to break the “embarrassing” stigma of dentures through Kilauan Emas (Golden Shine), a reality singing contest exclusive for 45+ year olds that targets our age group. Through the show, we proved how Polident can easily raise social confidence, from eating and talking to becoming a singing sensation!

Execution
We engaged Norlia Ghani, an actress and denture wearer, in recruitment promotions, which also promote Polident’s free care-line number. Then, we leveraged Kilauan Emas auditions in 4 major cities as our platform to educate on Polident’s efficacy. The campaign was then deployed through 6+6 episodes with 30+60 minutes program respectively, where Polident had prime sponsorship positioning, with 2x 30-second flighting, 10-sec opening & closing, branded banner and scripted mentions designed to drive awareness and trials.

Results
115% increase in calls to Polident’s care line for trial packs. 76% of denture wearers among contestants became 1st Time User. 90% of them were satisfied with Polident. Kilauan Emas became the most watched Astro Prima programme amongst Malays aged 35+, beating past TV dramas of the same primetime slots.

Challenge
Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, dictionaries lie forgotten and consumers forget their love. And since Oxford Fajar has minimal media budgets, how can we re-ignite this love through cost effective collaborations?

Solution
So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! We negotiated a cost efficient collaboration that will benefit both parties of Oxford Fajar and the media owner, through content. Instead of buying FPFC ads, we worked closely in collaboration with Section Writer by blending in selected advanced words from the Oxford Dictionary to draw attention of their logophiliac* readers.

Execution
Instead of FPFC ads, we collaborated with NST whom has a highly credible Literature and Book Review section. Working with the Section Writer, we selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. But have no worries – the readers are presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution:easy, igniting curiosity and educational.

Results
Eyeballs reached: close to 220,000 With low budget of less than RM10,000 for the entire collaboration, the media ROI was at 18X. Furthermore,Oxford Fajar was happy with collaboration,as it synergized with the company’s mission to further excellence in education and knowledge. Low budget romantic affair with words & vocabularies=inestimable*

Challenge
Kolony was a new SMS based mobile social network, anchored by Xpax targeting Youth who are not on smart phones. This product was 1st of its kind in the industry! Our task was to create awareness and desire for this offering amongst Youth who have Facebook and Twitter as options.

Solution
Two insights drove us: first that youth want to belong, and hate being left out. Second, Word Of Mouth is more trusted than advertising, so we used traditional media to drive Word of Mouth. We crafted a 3-pronged roll-out Infection. Specific media played a defined role in each phases to engage and extend reach with consumers. – Mass media: create awareness – Social: use opinion leaders to drive “belonging” – Activation: targets key youth hangouts.

Execution
Starting the infection:
•High reach through TV bugs and teasers in youth-related programming
•“Logo sighting” videos on Youtube
•Infecting selected influential Bloggers with Patient Zero Kit for peer-speak
Spreading the Infection:
•Unbranded logos in editorial news pages
•Radio DJs talking about their encounters with the logo during drive times
Activating the Infection
•Logos was planted at ‘hot zones’ frequented by Youth i.e. Cyber Cafes, Shopping Malls and Universities

Results
21 Days: 1.5million infected KOLONIST users. 12 months: 3.8 million infected users, and spreading. Interactions increased 85% in April-May 2011. Call volume up 21%, SMS up 17% and minutes talked grew 63%. Loyalty up 14% Average Revenue Per User increased 12%. All this achieved with no follow-up campaign.

Challenge
Denture wearers shy away from laughing out loud or feasting in public for fear of their dentures falling out! Despite having education campaigns communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. How can we showcase Polident’s efficacy to increase social confidence and boost product trial?

Solution
Insights reveal that denture wearers feel socially unconfident, as they’re embarrassed if their dentures fall out. With this insight, we constructed an integrated campaign around confidence through ‘Kilauan Emas’ (Golden Shine), a reality singing contest for 45+ year olds that specifically reaches the denture-wearing age group. With supporting PR, TV, radio, print, digital, in-store and on-ground, we positioned Polident to help our target overcome the “embarrassing” stigma of wearing dentures, and sing with confidence!

Execution
A media conference unveiled the campaign to create cool publicity blitz around an otherwise “uncool” stigma. Supporting print, TV, radio promos and in-store POSM encouraged participation and product trials. Then we leveraged Kilauan Emas’ auditions in 4 major cities and its television live studio audience recording sessions, making them double up as our educational platform for Polident’s efficacy. A dedicated Facebook fanpage drove participation, kept fans updated with the show’s latest happenings, and encouraged viewership.

Results
115% increase in calls to Polident’s care line requesting trial packs. 76% of denture wearers among contestants became 1st Time User. 90% of them were satisfied with Polident. Kilauan Emas became the most watched Astro Prima programme amongst Malays aged 35+, beating past TV dramas of the same primetime slots.